Kimo-kawaii, the slang that mashes up kimoi (yucky, gross; which is a shorter, slangier version of kimochiwarui, itself) and kawaii (cute, sweet) has become an apt description of more and more things over the years. While aficionados might disagree on what defines kimo-kawaii, generally if something has an eerie, sweet creepiness that makes it hard to look at but harder to look away, it’s kimo-kawaii.
Here are 13 things deemed so in Japan, in chronological order:
1999: Dancing Baby, a funky CG animation, became a meme in United States in the ‘90s (even appearing on the TV show “Ally McBeal”), but it became so popular in Japan that Toyota put it in a Cami ad (above). Young people of the time who had already begun saying kimo-kawaii applied it here in an early use case.
Mid 2000s: Ungirls, the comedy duo comprised of Takushi Tanaka and Yoshiaki Yamane became known as kimo-kawaii, somewhat cruelly, mostly due to their looks. Over the years and depending on whom you ask the assessment seems to change from “Tanaka is kimoi, but Yamane is kawaii” to just deciding that Tanaka himself is kimo-kawaii. Or maybe not even kawaii. . . Last year on the variety show “London Hearts” when Tanaka ranked high (low?) on a list of most disliked celebs, he said everyone should give being him a try because it’s a hellish life, but he will keep doing it as long as he lives.
May 2006: “Kobito Zukan” originated as a picture book illustrated by Toshitaka Nabata. Literally “dwarf encyclopedia,” these weird little humanoids were first aimed at children. Adult fans, however, greatly expanded the fan base and the dwarves became a popular Nintendo 3DS video game last year. The official online store is also chock full of figurines, which one could argue are an art form all their own.
By the way, 2006 is the year that the word “kimo-kawaii” is considered to have really “arrived.”
August 2007: Face Bank, the piggy bank designed by artist Eiichi Takada that actually pigs out on your savings, went on sale. When you place a coin near its mouth, it opens and swallows the currency — a perfect way to add some kimo-kawaii to your everyday life.
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2008 Noi Asano’s manga “Chiisai Oyaji Nikki” (something like “Little Old Man Diary”) about a girl who one day discovers a tiny man began airing as a series of anime shorts last year and most recently got promoted with latte art at Double Tall in Shibuya.
October 2010 Nishiko-kun (right), the mascot of Nishi-Kokubunji, was born. The “fairy” is one of many regional mascots that have become widespread across Japan in recent years. Unlike its traditionally cute counterparts, however, Nishiko-kun is a lanky, armless thing with a huge head that evokes the image of a happy manhole. His proportions have made for some especially awkward dance moves, but he remains oddly alluring, don’t you think?
October 2010 Jigokuno No Misawa‘s “Kakkokawaii Sengen” comic was collected and published. Kyary Pamyu Pamyu, the extravagantly eccentric singer known for being the current flag-bearer of Harajuku kawaii fashion, is a big fan of series. In fact, she had a cameo in the comic last year — of course with the artist’s trademark pudgy-faced style.
June 2011 BeeWorks‘s “Mushroom Garden” (aka “Nameko Saibai Kit”) smartphone game series has exploded in popularity since its release two years ago. These nasty-yet-endearing fungi have gained quite the following (ask almost any elementary schooler), leading to an avalanche of merchandise, including a Nendoroid that reaches back to its “Touch Detective” roots on Nintendo DS.
June 2012 Body part jewelry makes a kimo-kawaii splash from across the globe. Handmade in the U.K. and sold on crafty website Etsy, these doodads allowed people to attach ears to their ears, mouths to their fingers and noses to their necks, among other things.
Fall 2012: Later that year, the freaky-looking toy with its own language, Furby, relaunched with a smartphone app and a Momoiro Clover Z campaign (including the above commercial).
March 2013: There are plenty of kimo-kawaii videogames, but Cocosola‘s smash hit “Alpaca Evolution” is a textbook example of how strangely addicting bizarre characters can be. Your objective is to absorb other alpacas in a cannibalistic fashion as you mutate into a more and more grotesque creature. A prequel has already been released and it looks like the merch parade is marching along.
June 2013: Isopods are something like gigantic, aquatic cockroaches. Naturally, the Numazu Deep Sea Aquarium decided to make a life-sized stuffed animal based on the critter, because who wouldn’t want to cuddle one? As evidence to the popularity of kimo-kawaii nationwide, all 140 were sold out within a few hours, despite costing a hefty ¥6,090 (around 60 USD) apiece. Another creepy aquatic sensation is based on the NHK television documentary that captured footage of a giant squid for the first time. With help from the National Museum of Nature and Science, the TV channel is selling a variety of tentacle-related merchandise.
June 2013: “Attack on Titan”-branded LINE stamps feature a number of human characters from the anime, but also explore a kimo-kawaii side of the monstrous titans that will give fans a chuckle (or surprise/gross out the unsuspecting friend on the other end of your LINE chat).
This is by no means a comprehensive list, nor do we presume to be authorities on the matter. In fact while researching we noticed Tofugu had nicely summarized the trend recently. We’re sure the wave of kimo-kawaii will be good surfing for years to come, so remember this useful word when you come across a sort-of-cute character that makes you feel kind of icky at the same time.
Additional research for this story contributed by Emily Balistrieri. (Full disclosure: Emily is the Japanese-English translator of “Alpaca Evolution.”)
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